FILA’s “Bellissimo” campaign and “CASA FILA Collection” celebrate the brand’s Italian heritage and underscore its renewed focus on combining beauty and sport performance
Today, the legacy Italian sportswear brand FILA introduced a new chapter with the launch of its Fall/Winter 2024 collection and the vibrant “Bellissimo” campaign.
Drawing from its rich Italian roots, FILA’s latest initiative highlights its dedication to creating golf apparel that balances elegance and athletic excellence.
“FILA has an incredibly rich 113-year history in sport, and a key factor in that has been the brand’s uncompromising focus on creating products and experiences for consumers that optimize performance and style,” shared Todd Klein, Global Brand President, FILA.
“We are now getting back to our DNA by sharpening our focus on what has made FILA so iconic through the years – timeless design, devotion to craft, and most importantly, products that make you play better. With the growing popularity of golf, now is the ideal time for FILA to refresh its brand and product offerings.”
The “Bellissimo” campaign reimagines the traditional country club setting, presenting the “Bellissimo Country Club,” a venue where every golfer is welcome to enjoy la vita bella through a seamless blend of sport and leisure.
Whether it’s the competitive thrill of a golf tournament or the relaxed enjoyment of post-round socializing, “Bellissimo” captures the elegance and determination of the sport.
Emily Maxey, SVP Marketing at FILA, added, “A clear celebration of our Italian heritage, ‘Bellissimo’ is FILA’s toast to living life to the fullest, in sport and in play.
FILA is at its best when we embrace the intersection of high performance and high style, and we wanted to highlight that in all aspects of this campaign.
From the setting to the product to the interplay of sport and life, ‘Bellissimo’ is an invitation to experience the fullest and most aspirational expression of FILA.”
Central to this campaign is the CASA FILA Collection, an elevated range designed for today’s golf athlete.
Featuring updated takes on FILA classics like the BB1 Polo, now made with performance materials, the collection merges FILA’s timeless design with modern functionality.
Whether on the green or in the clubhouse, the CASA FILA Collection delivers unmatched style and performance.
“FILA has a unique versatility that allows it to be as at home in the most exclusive country club as it is in the coolest nightclub,” shared Andy Barr, SVP Product, FILA.
“From FILA Brand Ambassador Björn Borg to fashion models, musicians and artists, the versatility of the brand and product will continue to serve as a muse for us as we embark on a new era of FILA’s history. The launch of the CASA FILA Collection is a first look at what’s to come.”
The CASA FILA Collection includes golf apparel and footwear for men and women, available in sizes ranging from XS to XXL, with prices from $64 to $140.
This collection is available on www.fila.com.
